The whole campaign, the idea & the execution, is top flight !
We are talking to women with weight problems.

We should treat ourselves better, starting from the notion that our mouths are NOT ONLY food processors.
We shouldn't abuse it by shoving food in order to compensate.
Maybe by putting on extra lipstick, emphasizing how beautiful our mouths are, we might use our mouths for other purposes.. and start feeling like women again.

i dont understand the campaign, and i dont agree with "Hadrons" view of it, because in certain situations something disgusting gets inside the mouth (like fish) sometimes something unhealthy (candy) and sometimes something very healthy (vegetables) so i really dont get the message